ABSTRACT In this study, we measured how people would take advantage of others’ misinformation, when the financial incentive size changes in economic games. We conducted a laboratory experiment based on game theory, using a modified version of the ultimatum game, where proposers had the opportunity to manipulate the responder’s beliefs by the use of ‘hide behind the small cake’ strategy. Our results contradict the selfish rationality model predictions. Intermediary financial incentives led people to adopt extremes strategies of pure fair/selfish allocation. Greater levels of financial incentive reduced the full expropriation strategy and at the same time, reduced the presence of fair offers, which suggests an interesting interaction between opportunism and psychological costs of lying. The results showed that opportunism is hugely context-dependent and people will update their decision regarding opportunism in accordance with the financial size incentive. Thus, the same person can behave differently depending on the financial value involved and will not necessarily be more selfish when the financial amount increases. study others misinformation games theory responders responder s hide cake predictions fairselfish allocation time offers lying contextdependent context dependent Thus increases

Resumo: Branding de Território é concebido como o processo de construção e comunicação de uma marca e da identidade de território. A região em estudo é o Planalto Norte Catarinense (SC-Brasil), com o objetivo de propor indicativos que amparem processos de Branding de Território. É um estudo de caso, embasado na literatura. A imagem de "terra da erva-mate e chimarrão" é reconhecida como o elemento identitário principal de marca do território em estudo.

Abstract: Territorial Branding is conceived as the process of construction and communication of a brand and territory identity. The region under study is the North Plateau of Santa Catarina (SC-Brazil), with the objective of proposing indicative that support Branding Territorial processes. It is a case study, based on literature. The image of "the land of mate herb and chimarrão" is recognized as the main brand identity element of the territory under study.

Resúmen: Branding de territorio se concibe como el proceso de construcción y comunicación de una marca y de la identidad del territorio. La región en estudio es el Planalto Norte Catarinense (SC-Brasil), con el objetivo de proponer indicativos de apoyo a los procesos de Branding de Territorio. Es un estudio de caso, con base en la literatura. La imagen de "la tierra de la yerba mate y chimarrão" es reconocido como el elemento principal de identidad de marca del territorio en estudio.

Résumé: Territoire Branding est conçu comme le processus de construction et de la communication d'une identité de marque de territoire. La région à l'étude est le du Plateau du Nord de Santa Catarina (SC-Brésil), avec l'objectif de proposer indiquant que s'orienter les processus de Branding Territoire. Il ne est une étude de cas, basée sur la littérature. L'image de "la terre de yerba mate chimarrão" est reconnu comme l'élément d'identité marqueur principal de l' territoire à l'étude.